It is well established that in many product lines, women yield disproportionate influence over purchasing decisions.

Marketers have been targeting women from the beginning of modern advertising. Politicians made women central to the latest presidential election. Democrats conducted a dual effort -- promoting women's issues on one hand while alleging a Republican "war on women" on the other.

Brands large and small struggle with how to market to women.

Global pen-maker BiC introduced a tapered ballpoint in pastel colors "for her," only to be skewered by Ellen DeGeneres for being trite in the extreme.

Carmaker Honda can expect similar treatment if it ever introduces its new "Fit, car for She's" anywhere else but in Japan. The Fit boasts pink stitching in the seats, steering wheel and floor mats. Japanese buyers can also select a Fit She's in shades of brown and white that a Honda executive says match the color of eye shadow.

Dodge tried the same thing with its "LaFemme ... car for the modern American woman" back in 1955. It lasted a year. A femme fatale, if you will.

Honda may dodge the same bullet, however. The Fit goes an extra mile by including a special windshield glass that cuts 99 percent of ultraviolet rays and a "Plasmacluster" air conditioner intended to improve a driver's skin quality, putting the brakes on premature wrinkling.

Some medical practices use pink in trying to lure women. From pink office buildings to pink high heels, the stereotypes know no bounds.

The Susan Komen Foundation's pink ribbon gets a pass in our opinion because it is merely a symbol, a healthy, well-intentioned reminder.
 

Whether marketing to men or women, stereotypes have a hollow ring. It is impossible to successfully advertise to specific women and men without knowing more about them and how they feel about the product category, the product itself and competitive alternatives.

The basics provide the best starting point.

Segmentation: Identify who you're trying to attract, as specifically as possible, defining age range, income level, education, ethnicity, family composition, etc.

Testing: Data that you compile is not always going to be clear. Remember, market research was responsible for blunders like "the new Coke" in 1985. Sift your data, discuss your decisions with others and ask if your conclusions make sense. Copy-test your messages and your final creative materials, leaving enough time for revisions before your launch date.

Media: The right message in the wrong medium will cost you big time. Evaluate traditional and social media and experiment to see what gives you the best results. Little mistakes are helpful. Big ones can be disastrous.

Shortcuts and stereotypes are not your friends. There's an old saying, "We never have time to do it right but we always have time to do it over." Don't do it over. Do it right.